Innovation & inclusion: India's path to Cannes Lions success 2024

India is capturing the global spotlight with its thriving startups and vibrant advertising sector. This momentum carries us to Cannes Lions, the advertising Olympics, where we are here to push ourselves and learn from the best.

India's success is evident in rising ad revenues, but its true impact comes from continuous innovation, reasons Shrenik Gandhi, Co-founder and CEO of White Rivers Media (WRM). "At Cannes Lions," he says, "it's time India has a Lion's share of voice."

This isn't just about recognition.  India's growing representation in juries and its stories on the global platform are "bridges that connect diverse perspectives," he adds, "enriching the global creative landscape with the depth and vibrancy of India.

So, what's the way forward? WRM champions collaboration, not contribution, and inclusion, not isolation. "We need to foster a culture of mutual respect and support within the industry," he emphasises. Celebrating peer success and collaboration can strengthen India's collective creative output. This united front will inspire a generation of young creative minds, showcasing the power of working together.

With this collaborative spirit in mind, WRM has tried to put its best foot forward to highlight Indian creativity on the biggest global advertising stage. Here are the campaigns:

‘Daughters of Piplantri’

Client: Astral Foundation

Overview:

This powerful film-led campaign by Astral Foundation tackled gender inequality and water scarcity in Piplantri, Rajasthan, by supporting the cause of eco-feminism. Delivering 6M+ litres of monthly water, 13,000+ metres of pipelines, and 5,000+ saplings, their efforts transformed the landscape, benefiting 400K+ trees, 10,000+ lives, and diversified agriculture for 3,000+ livestock.

‘Lock, Pop and Break’

Client: Amazon MiniTV – Hip Hop India

Overview:

Our campaign for Amazon miniTV's show 'Hip Hop India' spotlighted the country's thriving underground hip-hop scene. The show also broke a Guinness World Record for the biggest hip-hop dance event with 1,864 dancers, sparking a movement and giving voice to a vibrant youth culture.

‘Pulse of Defiance’

Client: DS Group – Pulse Candy

Overview:

This digital storytelling campaign by DS Group’s Pulse Candy used AI-generated visuals to educate millions about the lesser-known story of Lokmanya Tilak sparking India's freedom movement through the first public Ganesh Chaturthi celebration.

These campaigns showcase the power of Indian creativity to not only entertain but also address social issues and celebrate cultural heritage. United as a creative force, India is ready to claim its rightful place at Cannes Lions.